Presentation on creating effective Social Media content in the FMCG sector. 11/11/2015 ECR Ireland Shopper Engagement Conference 2015

1. Social Engagement
Building Customer Brand alliance through sustainable conversation.
Stephen Jio, Dell @stephenjatdell
ECR Ireland Shopper Engagement Conference
11 November 2015

2. Dell - Restricted - Confidential2
Transition – Traditional / Digital / Social Media
$35
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$38 $39
$41
$45
$18
$19
$29
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$48 $55
$15
$35
$55
2008 2010 2012 2014 2016 2018
Broadcast vs. Digital Spend ($ US Billion)
Broadcast Digital
8.00% 11.40% 13.50%
15.30%
16.80%
0.00%
20.00%
2013 2014 2015 2016 2017
Social Media’s % of digital ad spend
Western Europe
Source: eMarketer 04/2015
Source: FTI 2015
© 2015 Dell @stephenjatdell

3. Dell - Restricted - Confidential3
Social Engagement – Brand Alliance
Sustainable
Conversation
Distribution
Paid/Viral
Community
Sharing
Engagement
Brand Alliance
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
reduced marketing expenses
improved sales
generated leads
greater marketing insights
larger loyal fan base
increased digital traffic
amplified Brand exposure
Benefits From Social Media
2015 Social Media Industry Report, Social Media Examiner
© 2015 Dell @stephenjatdell
Cycle of Social Conversation

4. Dell - Restricted - Confidential4
Social Engagement – Sustainable Conversations
Question Reward Humour Controversial
In Store
Activation
Social content that lives beyond its initial posting
through sharing, reposting and community commentary
Five types of Social activities that generate sustainable conversation
© 2015 Dell @stephenjatdell

5. Dell - Restricted - Confidential5
Sustainable Conversation: Question
Target is spending 61%
of 2015 Holiday
media spend in
Digital and Social Media
Advertising Age - 2015
Tip:
Keep questions as ‘tight’ as possible
to avoid #McDStories fiasco
© 2015 Dell @stephenjatdell

6. Dell - Restricted - Confidential6
Sustainable Conversation : Reward
Tip:
Social competitions are great,
but it can lead to Social fatigue
as only a few actually win.
Dell Outlet became
the first business
Twitter page to
exceed 1 million
followers along
with being the first
business on Social
Media to generate
over a million US
dollars in revenue
© 2015 Dell @stephenjatdell

7. Dell - Restricted - Confidential7
Sustainable Conversation : Humour
Tip:
‘By using humor in your content on
social media, you help to associate
pleasant feelings with your brand.’ –
Angie Pascale
© 2015 Dell @stephenjatdell

8. Dell - Restricted - Confidential8
Sustainable Conversation : Controversial
Tip:
Be prepared to face criticism and
respect all comments. Only engage
when asked to or to create clarity.
© 2015 Dell @stephenjatdell

9. Dell - Restricted - Confidential9
Sustainable Conversation : In Store Activation
40% of all social media users have
purchased items online or in-store after
sharing or “favorite” them on Facebook,
Twitter or Pinterest.* *Source Vision Critical 2014
Tip:
Extend your Social footprint into the
physical location, encourage sharing.
© 2015 Dell @stephenjatdell

10. Dell - Restricted - Confidential10
Sustainable Conversation – Ticking All The Boxes
…along with reinforcing the Brand ethos
As of June 2015, source linkshuman.com
Tip:
Look to where your Social audience
is; it’s not always Facebook!
© 2015 Dell @stephenjatdell

11. Thank you!
@stephenjatdell
Dell Venue Pro 10 Windows tablet